The Net Promoter Score (NPS) is a customer satisfaction metric aiming to measure the loyalty that exists between an organisation providing services (or goods) and a consumer or user.
This score is an industry standard in marketing and is the single most used score to evaluate users' satisfaction and predict customer loyalty.
It provides a single score (between -100 and +100) that can be easily interpreted as a one-off metric, compared with the score obtained by other services within the same organisation or other organisations, or monitored over time.
The score is based on the responses to a single question asked to a sample of users, usually taken either immediately after the service was provided, or a short time afterwards (e.g. a few days). Some organisations measure both scores as they might provide insights on different aspects.
The users can answer the question on a scale from 0 to 10 (usually). The question is usually formulated as: How likely is it that you would recommend our company/product/service to a friend or colleague?
Users are then bucketed into groups based on their score:
The Net Promoter Score is then computed as the percentage of customers who are Promoters minus the percentage of customers who are Detractors. Although the Passives do not explicitly appear in the calculation, they count in the total number of respondents, thus reducing the proportion of Promoters and Detractors and pushing the NPS towards zero.
The score will be negative if there are a majority of Detractors (it will be -100 if all the users are Detractors), positive if there are a majority of Promoters (it will be +100 if all the users are promoters) and will be close to zero if the users are predominantly Passives (and it will be 0 if all the users are Passive).
The NPS varies across industries, but it is generally acknowledged that a positive score is good, a score of +50 or more is excellent and a score of +75 or more is exceptional (see [2, 3] for more details).
It is good practice to then follow up with an open-ended question where the users can explain the reason for their ratings, as it is a good way to address issues or improve the service.
A NPS survey on 400 users of a service returned the following answers:
The total count of the Detractors (0-6 answers) is 100 users, corresponding to 100/400 = 25% of the total.
Similarly, we have 150 Passive users (scores 7-8), corresponding to 37.5% of the respondents, and also 150 Promoters (scores 9-10) corresponding to 37.5%.
The NPS is then computed as % Promoters - % Detractors = 37.5% - 25% = +12.5%.
Since it is positive, we conclude that users are overall satisfied with the service (although the service can be improved, as the best NPS that can be reached is +100%).
One of the advantages of the NPS is its flexibility, as it allows to compare scores:
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.